This course is a comprehensive examination into the principles of advertising. This course takes an in depth look at the promotion of products, including production of advertisements. The course will also examine what types of media are best to utilize, and budget preparation.
Learning Objectives:
The student will:
Describe the role of management in promotions of products.
Explain how to assess the success of an advertising campaign.
Explain how to select various media choices for an advertising campaign.
Understand the role of sales promotion, public relations, and direct marketing.
Understand how demographics impact advertising campaigns.
Advertising and Promotion, (6th ed.), by George E. Belch & Michael A. Belch. McGraw-Hill, 2003/2004. ISBN: 0072536764
Supplementary Resources:
The students are encouraged to become familiar with other sources, especially those located electronically.
Assessment:
Read 6 case study assignments covering different aspects of Advertising within the business environment.
Write a twelve page Reflective Paper on Advertising using the APA style (5th Edition) on a topic relevant to advertising.
Academic Requirements:
All students are expected to "attend" the course by completing all course assignments in an academic manner and with complete preparation.
Grammar, punctuation, spelling and overall composition will be including in the grading of all assignments.
Students are required to complete each unit within a one-week time frame. At the students request, and successful completion of a unit in less than one week, the instructor will provide students with subsequent units of homework in advance.
Plagiarism will not be tolerated.
Method of Instruction:
BU613 – Advertising is a distance-learning course offered through Canyon College. Because this class is a partially self-paced program in that you may complete a specific weeks work at anytime during that week timeframe, it is essential that the student review all available materials located in the text, classroom, e-mail, and syllabus. Course examinations will be administered on-line during the fourth and eighth weeks of class. Prior to the submission of the first assignment each student is required to submit via e-mail to the instructor the following information:
Name, e-mail address, course expectations, professional work experience, educational background and anything else you would like the instructor to know about you.
Course Schedule and Assignments:
Week 1
Unit 1: Read an academic article or case on the demographic aspects of advertising. Submit a two-page analysis of the materials read.
Week 2
Unit 2: Read an academic article or case on advertising analysis. Submit a two-page analysis of the materials read.
Week 3
Unit 3: Read an academic article or case on advertising achievements and awards. Submit a two-page analysis of the materials read.
Week 4
Unit 4: Submit a detailed description of the Reflective/Term Paper you have chosen covering a topic in Advertising, including the purpose of the study and the limitations of the study. This can be done in two to three pages. Wait for the professor’s comments.
Week 5
Unit 5: Read an academic article or case on advertising censorship or controversial advertising. Submit a two-page analysis of the materials read.
Week 6
Unit 6: Read an article or case on advertising contracts. Submit a two-page analysis of the materials read.
Week 7
Unit 7: Read an article or case on the economic aspects of advertising. Submit a two-page analysis of the materials read.
Week 8 - Final
Unit 8: Submit your twelve-page Reflective Paper to the instructor. Wait for the professor’s comments.
Grading criteria:
Readings:
50%
Reflective Paper:
50%
* This syllabus is subject to change at the discretion of the instructor.
